This week's project was to make, brand and promote a pet food, pitching it to advertising agency TBWA and Mars Petcare with the final casting vote given by Lord Sugar. Vincent was made project manager of Logic, while Glenn was put in charge of Venture.

Venture focused their attention on the overweight cat market. Branded as Catsize (see what they did there?), the packaging and marketing, if not the name, were well thought out given the time constraints, aiming the nutritional and healthy food product at, according to Leon, the nation's 4 million overweight cats.

The team were split on the baffling slogan "See their light", with Glenn berating Zoe, Helen and Leon for their churlish behaviour, insisting on constructive criticism rather than just laughter. A riposte came from Zoe saying Glenn needed to "earn" respect and that ignoring their efforts with the focus group had undermined them. Both correct points.

It was fascinating to watch Vincent and Jim in action for Logic. They seemed to have cast each other as lead parts in a Star Wars movie: Jim being the Jedi Knight and Vincent his faithful companion R2D2, with the rest of the team effectively sidelined: Tom, Ellie and Natasha were largely bit part players during their exchanges.

Jim came up with the slogan "Every" to fit with Vincent's idea of going mainstream and manufacturing a food for all dogs – a concept that would fail to win the hearts and wallets of canine lovers.

It seemed certain the idea would be scrapped as people queued to tell Jim and Vincent it wouldn't work: first it was the focus group; then Tom, who Felicity fatally ignored last week, voiced his concerns that Every was not niche enough; and finally the vet who told Vincent that "universal dog food is against everything we believe in". Vincent ignored them all – perhaps a telepathic message from Jim casting doubt on the idea would have seen it changed in a nanosecond.

So Logic (subsequently renamed Team Tragic by Lord Sugar) lost. Ellie was quite rightly chosen to return, but Natasha was Vincent's other choice, who in this task had made the most significant positive contribution with the advert. Jim, who thought of Every, should have been bought back. My inkling was that Vincent believed previous tasks would have a bearing and he would lose in a light sabre battle against Jedi Jim.

Ellie was fired for her lack of contribution in the tasks. She should have taken note of her warning in the boardroom from Lord Sugar last week and pushed her opinion more – "nobody listens" cannot be used as an excuse twice.

At this stage my fingers were tapping out on the keyboard "wrong decision", as I had Vincent as firm favourite to go, for both his failure in this task and every other week he's been back in the boardroom. Then I saw the glint in Lord Sugar's eye and the deadly finger emerged from under the desk for a second time and quite rightly Vincent was fired in a dramatic double eviction.

He had ignored crucial advice and designed a mass market product in an industry that demands niche. And, significantly, Lord Sugar hates boardroom tactics, which Vincent was clearly engaging in given that he brought Natasha back in with him, and he left with his tail firmly between his legs.

Favourites are emerging while others are being sidelined. Jim suffered a setback last night – Lord Sugar told him he had his card marked – and many others have been wounded along the way, with Helen being awfully quiet so far. There are now 10 candidates left, but there can be only one apprentice (or business partner, in the new format). Who are your favourites to make it to the interviews?